Apple already provides parental controls for the iPhone/iPod touch. Parents can choose to block apps that are rated 4+, 9+, 12+, or 17+

The Playboy and Sports Illustrated apps were spared the ban-hammer

“We obviously care about developers, but in the end have to put the needs of the kids and parents first" -- Phil Schiller

Yesterday, DailyTech
reported that Apple had taken the drastic step to remove over
4,000 adult-themed apps (although some say the number is as
high as 5,000) from the App Store. Apple released a short
statement explaining the removals, noting, "If we find these
apps contain inappropriate material, we remove them and request the
developer make any necessary changes in order to be distributed by
Apple."

Now, however, Apple marketing guru Phil
Schiller has shed a little more light on the removals and has given
the reason for why as much as 3% of the 140,000+ apps in the App
Store were jettisoned. “It came to the point where we were getting
customer complaints from women who found the content getting too
degrading and objectionable, as well as parents who were upset with
what their kids were able to see," Schiller told the New York
Times. The latter point is an interesting one considering that
Apple provides
parental controls to prevent such content from being seen by
children – perhaps the parents just aren't bothering to enable the
feature.

Fred Clarke, one of the men behind
banned app Sexy Scratch Off, said that he was shocked by Apple's
sudden change of direction with regards to adult apps. “We’re
showing stuff that’s racier than the Disney Channel, but not by
much," said Clarke. “This goes farther than sexy content. For
developers, how do you know you aren’t going to invest thousands
into a business only to find out one day you’ve been cut off?”

Surprisingly enough, a Playboy app and
the Sports Illustrated Swimsuit 2010 app are still available from the
App Store. In fact, the latter is listed under the App Store's
"What's Hot" section -- hot indeed.

With regards to those two high profile
apps that were spared, Schiller simply said, "The difference is
this is a well-known company with previously published material
available broadly in a well-accepted format."

In other words, if your bikini models
are provided by a little-known developer, you're toast. However, if
your bikini models are backed by Sports Illustrated or Playboy,
you're home free.

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